The Charm that Still Draws Us to the Popular Heisei Brand BETTY'S BLUE

Even in the Reiwa era, BETTY'S BLUE is still widely loved, cherished in our memories.

The impression of the brand name 'BETTY'S BLUE' may vary depending on the generation. Those who spent their youth in the 1990s might have admired the novel women's line, prominently displayed on the streets and at Laforet Harajuku. Meanwhile, those who spent their early childhood in the early 2000s, when the brand shifted to a junior line, may have become acquainted with and aspired to BETTY'S BLUE through the media such as junior magazines and TV. Regardless of the different impressions from each generation, there is no doubt that the colorful and pop design of BETTY'S BLUE fascinated us all.

The brand BETTY'S BLUE, started by designer Shinji Abe in 1985.

"Wearing colorful clothes makes you feel good. Colorful clothes can also cheer you up. That's why we all love Betty's Blue!"

As stated in the introductory text of the brand's feature, BETTY'S BLUE's use of color instantly captivated many young girls. And the brand’s colorful and pop design quickly became a topic of conversation on the street. When you refer to the 'Harajuku style,' it often brings to mind the distinctive clothing and flamboyant style propagated primarily by fashion-oriented students in the late 90s. However, the 'Harajuku style' in the early 90s was mainly centered around popular club culture.